How to get GDPR consent… and use it to improve marketing

At its April event in the West Midlands, Simon McNidder of Database First Aid treated PM Forum members to an informative session on GDPR (General Data Protection Regulations) and consent.

With just a few days until the new regulations take effect (on 25 May), marketing professionals’ thoughts are focused on compliance and, if required, whether firms have consent to hold an individual’s data.

Simon started with a walk-through of GDPR principles, myths and examples of how organisations can find themselves in trouble with the Information Commissioner.

GDPR requires that personal data shall be:

Processed lawfully, fairly and in a transparent manner

Collected for specified, explicit and legitimate purposes

Adequate, relevant and limited to what is necessary

Accurate and kept up to date, or erased without delay

Kept in a form which identifies people for no longer than is necessary

Processed in a manner that ensures appropriate security

He then reached the meat of the session: consent and how to go about gaining it, reassuring attendees that smaller mailing lists aren’t necessarily a bad thing.

Simon shared personal examples, including how he had worked with fee earners to reduce a marketing mailing list by half. But, by focusing on the right people, marketing to that list tripled the number of event bookings.

Having outlined his recommendations for dealing with consent from new contacts and how to handle unsubscribe v delete requests, Simon concluded with a takeaway tip: a regular spring clean lists to ensure that contacts continue to receive the information they are interested in.

Thanks to Simon for his insights.

Written by Kathryn Hobbs, West Midlands Regional DirectorCommunications and marketing consultant, Curium Solutions